Roberto Ruiz, who spent nearly two decades at Univision and TelevisaUnivision in senior research roles, has been named head of measurement science at Nielsen, which has been grappling with the recent launch of new technology it believes will count a broader range of viewer activity across different media platforms.
Ruiz will spearhead the strategy and rollout of new products, technologies and capabilities under Nielsen’s measurement science arm, with a particular focus on driving innovation across Nielsen’s measurement solutions and enhancements for clients. He will report to Russ Soper, Nielsen’s chief information and data officer.
“Roberto has helped build and steer brands through exciting periods of transformation
and growth in his career. His ability to see the measurement landscape through the eyes
of our clients really impressed us,” Soper said, in a prepared statement. “We’re thrilled that Roberto has joined and look forward to partnering with him to drive transformation, momentum and new
opportunities for our clients.”
Ruiz brings more than 25 years of experience with audience measurement, media strategy and data analytics. He most recently led his own advisory practice, where he helped media and marketing organizations navigate AI-driven transformation in measurement and audience intelligence. Prior to that, Ruiz spent nearly two decades at Univision and, later, TelevisaUnivision, where he served as executive vice president and chief research officer.
Nielsen in recent weeks has faced industry pushback after some clients became alarmed by a downturn in streaming audiences as displayed in a monthly tabulation of viewer activity following a decision by Nielsen to add new data to its mix.
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